How many people check their social media accounts in the morning, while still in bed?
Hello! Thanks for your question asking Wonder to research how many people check their social media accounts before getting out of bed in the morning. The short version is that well over 40 percent of cell phone users check their phones in the first five minutes of being awake, and approximately 12% of that activity consists of social media browsing before getting out of bed. Below you will find an explanation of our methodology and a deep dive of our findings.
First of all, we applaud your curiosity! This was a tremendously insightful question and an entertaining topic to research. After scouring a wide range of industry reports and trusted media sites, the most useful sources that rose to the top of our search were Deloitte and SocialMediaToday. Per your request, we specifically addressed how this trend is influenced by age group and gender. Lastly, we have expanded the parameters of our research to include data on a global scale. No region was out of the scope of this study.
A 2016 global mobile consumer survey from Deloitte demonstrates the eerily magnetic effect that cell phones have on users in those first waking moments. "The time it takes for us to pick up our phones in the morning continues to shrink: More than 40 percent of consumers check their phones within five minutes of waking up," the article claims. AdWeek reports that four out of five smartphone owners glance at their phones in the initial 15 minutes of being awake, while 80% of them claim that it's their first morning activity.
For the purpose of this study, we are keenly interested to know what exactly people are looking at on their phones at the crack of dawn. Where does social media fall in the line-up? First thing in the morning, users tend to check IM or text messages (35%), emails (22%), and social media (12%).
Whether perpetuated by habit or addiction, current social media usage trends are a force to be reckoned with. According to a comprehensive infographic on SocialMediaToday, there are about 2.03 billion active social media consumers and a global penetration of about 28 percent. We also learn that 18 percent of social media consumers report that they can't keep themselves away from their networks for more than even a couple hours. A reported 28 percent of iPhone owners pop in on Twitter before ever setting foot out of bed in the morning.
What age group represents the most likely demographic to follow the popular trend of early morning social media usage? Those who identify with Generation Y (otherwise known as Millennials) are the most likely to be on their phones before greeting the day. The BusinessDictionary defines this age group as "the generation of people born during the 1980s and early 1990s". In a global Gen Y survey (2014 Cisco Connected World Technology Report) published on TechZone360, we learn that about 54 percent of the age demographic said they look at their smartphones for the latest email, text, and social media update before ever hopping out of bed in the morning. In a more in-depth look at morning smartphone rituals, EMarketer.com states that 24 percent of millennials turn on their smartphone right after waking, even without an alarm. About 52% get on their phones within 5 minutes of being up, and about 45% glance at their phones over 200 times in the day.
A poignant and ironic quote from an article in MarketWired says it best: "There are 206 bones in the human body, and the smartphone could plausibly be considered the 207th for Gen Y."
In our extensive research, we found extremely limited information on the influence of gender on morning social media activity. An article on Ragan.com makes a passing statement implying that women are more connected to their phones that men. However, we feel that such a claim requires backing by substantive and data-driven research before being considered fact. As a possible future request, please let us now if you would like us to continue this tangent and dive further into a search for gender-specific metrics.
CONCLUSION To wrap it up, well over 40 percent of cell phone users check their phones in the first five minutes of being awake, and approximately 12% of that activity consists of social media browsing before getting out of bed.
Thanks so much for using Wonder. We hope that our findings have adequately addressed your question and have inspired further curiosity! Please let us know if we can help with anything else.